The document discusses how buzz monitoring and measuring social media impact is evolving to become more comprehensive. It notes that while public social media is easily monitored, offline and "dark social" conversations are larger in volume and growing faster. These private conversations differ in their triggers, participants, and nature. The document advocates measuring total social performance by combining offline word-of-mouth surveys with online social listening. Some brands also perform differently across online and offline channels. As people's lives increasingly blend online and offline interactions, it is important for social measurement and activation to consider all channels rather than just the visible public conversations.

1. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Buzz monitoring: ge.ng real
and growing up
Steve Thomson, UK Managing Director

2. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Does it really
drive sales?
What’s the real impact of advocacy &
amplifica>on?
What’s the impact
on brand health?
Which channels
are key?
TOO MANY UNKNOWNS

3. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Is social fully understood & appreciated?
Commercial contribu>on not fully measured
Lack of trac>on in C-Suite, with metrics not understood
Fragmented measurement/listening

4. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Results of 2014 market mix modeling project by AnalyMc Partners for the Word of
Mouth MarkeMng AssociaMon.
Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.
Consumer conversa>on does drive ROI

5. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
But ‘social’ is more than FB, TwiTer, blogs
<

6. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
We know how to monitor public social
But offline & dark social conversaMon is
• Bigger
• Growing faster
• Very different
Focussing on the visible conversa>on is not enough

7. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Online/public
~21,000
comments/week in public social
(excl news posts)
~600k – 4 million??
Actual impressions/week
Bigger?
Offline/private
16%
Of GB adults record an offline
conversaMon in a typical day
69 million
EsMmated impressions/week
Growing faster
thanks to IM

8. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Different
Triggers & moMvaMons à Real world experiences, media
à Less social signalling
LocaMon/context à Broadcast vs inMmate/private
People à Broader parMcipaMon offline,
with people you know/trust
Nature of differences will vary by category, market, audience

9. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
What factors drive conversa>ons offline?
Visual
triggers Need for privacy
Occasion,
serendipity
Media

10. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Brands oaen perform differently across channels
OFFLINE PERFORMANCE
ONLINE PERFORMANCE
Measuring TotalSocial Performance
Offline surveys measuring WOM in all
forms
+
Online social listening/analy;cs
350
UK
brands

11. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
StarMng point: idenMfy some common dimensions/KPIs
But how can we measure & compare across
hugely different channels?
Offline WoM
Online Social

12. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
10000
12000
14000
16000
18000
20000
22000
24000
26000
28000
40
45
50
55
60
65
70
75
80
85
Online men>ons
Projected Impressions/
wk (millions)
Offline/Dark Online Social
Online & offline trends can be different
Feb/Mar dip in
volumes not
picked up online
Xmas spike earlier
online, more
sustained offline

13. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Some brands are ‘social misfits’

14. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
What Can Social Misfits Learn From One Another?
WOM Mavens (stronger offline) Social Sirens (stronger online)
Create a steady stream of shareable
content – not just occasional hits
Supply “social currency”
Connect with everyday online
influencers, not just celebs
Leverage day-to-day presence &
relevance
Have a memorable messages that are
easy to share offline
Use all types of media to trigger
conversaMons
CulMvate a base of advocates

15. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Drive online/social conversaMon? à Narrow & unambiMous
Ac;vate all social channels
Ac>va>on as well as measurement
Possibly closer
to 50/50 for
smaller/niche
brands

16. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Many Opportuni>es to Improve Social Presence
CRM
AdverMsing
Public
RelaMons
Digital
WOM
Leverage Points
WOM &
Advocacy
Outcome
$

17. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
People live their lives online & offline & the lines are blurring
Digital’s role in social is not fully understood
Triggers & influences
Digital content influences offline WOM
~20% of offline conversaMons
• higher for travel, tech, kids
Outcomes
Search & web visits are frequent
outcomes from offline WOM
Real Mme or later

18. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
The impact of social forces on brands is huge. But what is ‘social’?
Time for social to get real
Measure & ac>vate it all, not just the convenient

19. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Thank You

20. Buzz monitoring: ge.ng real and growing up
Steve Thomson, Engagement Labs
Festival of
#NewMR 2017
Q & A
Steve Thomson
Engagement Labs
Bepy Adamou
Research Through Gaming